Traffic to US Retail Websites From Generative AI Sources Jumps 1,200 Percent
Bill Gates said at a Goldman Sachs-sponsored event in L.A. two years ago:
"Whoever wins the personal agent, that will be a big thing because you’ll never go to a search site again. You’ll never go to a productivity tool again. You’ll never go to Amazon again. Everything will be mediated through your agent."
The first part is becoming true now – Adobe reported that traffic from generative AI sources (e.g., the Perplexity AI search tool) to e-commerce websites jumped a whopping 1,200 percent in their latest report.
In February 2025, traffic from generative AI sources increased by 1,200 percent compared to July 2024.
No wonder Google is simultaneously freaking out and investing heavily in an AI-powered future of search. But the important bit is not just the sheer increase in volume referred to by generative AI tools, but also the quality of this traffic:
[…] consumers coming from generative AI sources show 8 percent higher engagement as they linger on the site for a longer period of time. These visitors also browse 12 percent more pages per visit, with a 23 percent lower bounce rate. This speaks to the value of conversational interfaces in online shopping, which seem to help consumers be more informed and confident in their purchases.